KFC’s Localization Strategies in China
55 Comments » tags: China, essay, KFC
Do in China as the Chinese Do: An Overview of KFC’s Localization Strategies in China AbstractKentucky Fried Chicken has been one of the most household international brands in urban China since it opened its first Western-style quick service restaurant in Beijing in 1987. As the present largest fried chicken restaurant company in the world, KFC aims China as the most promising market and succeeds in its localization strategies in the huge China market. The most prominent success of KFC in China is not only the outcome of KFC’s persistent tenets “quality, service and cleanliness” but also the achievements of its keen perception of cross-cultural marketing and its understanding of Chinese culture. This essay aims to investigate the process of KFC’s entry into China’s market and analyze its particular localization strategies towards China. A series of KFC commercials in China would be analyzed from the perspective of cultural values. Related issues and debates would be discussed as well.

1. IntroductionThere is no doubt that China has become the highest-growth market of Kentucky Fried Chicken. Seventeen years after opening the first KFC outlet in China, KFC has celebrated its 1000th restaurant milestone in Beijing on January 16, 2004 (business wire, 2004). As the Yum! Brands, Inc., the parent company of KFC, states in the 2003 annual customer mania report , “China continues to be our Rising Star, driving double digit sales growth for the fifth consecutive year and record operating profit up over 42% in 2003.” The number is the best annotation for the announcement–in the year of 2003 China has accounted for $157 million in KFC’s operating profit. The prominent success of KFC in China’s market can be attributed to its franchise policy and scientific managerial operations, well known as CHAMPS, which measures operational basics like Cleanliness, Hospitality, Accuracy, Maintenance, Product Quality and Speed. Moreover, the accomplishments are the reward towards KFC’s comprehensive understanding of Chinese culture and its excellent localization strategies specifically manipulated to meet the characteristic requirements of the estimated 450 million urban Chinese consumers. In the analysis of KFC’s success in China, several questions were generated. How did KFC grab the opportunity to penetrate a huge market known as the fastest growing economy in the world? How does KFC find the balance point between the quick service restaurant and the ancient Chinese culinary tradition with more than 5,000 years history? How does KFC adapt its inherent individualism-driven American culture to Chinese collective community? I would analyze the localization strategies of KFC from a cultural perspective and try to answer the above questions. 2. KFC’s Entry into China

In this section, I will present an overview of KFC’s overall process of entry into China market. External and internal environment of China would be discussed. 2.1.Open China, New OpportunitiesThe economic reform opened China market to the outside world and improved the standard of living of average Chinese people. In late 1978 China began implementing economic reforms to develop and modernize its economy. The reforms have gradually rebuilt a new economic system, which is referred as a socialist market economy, by lessening the government’s control of the economy, allowing some aspects of a market economy and encouraging foreign investment. As a result of the reforms, China’s economy grew at an average annual rate of 10.2% in the 1980s and by 10% annually in the period of 1990-2001. This was among the highest growth rates in the world. The boost of national wealth and the consequent increase in individual’s income has led to steady changes in Chinese consumer patterns prevalent in pre-Mao era. Put in a concrete way, the increase in disposable income (nearly tripled from 1985 to 1992) has “awakened...

YOU MAY ALSO FIND THESE DOCUMENTS HELPFUL

...Introduction
Marketing mix is an important element to start a new business. It is include 4Ps which are product, place, price and promotion. In our project, we focused on these 4Ps to achieve our goal. We wrote our survey questions considering the 4Ps to investigate people’s opinion and start thinking about our marketingstrategy for the online shopping website. Furthermore, after finishing the survey and investigated peoples’ views, we decided how to design our website and market it to satisfy our customers. In this report, we will talk about product, place, price and promotion strategies in details. Moreover, we will mention our ideas for marketing our website.
Products
“A product is what an organization has to offer to its target market”(Product Decisions ). Since the target market is our main elements in this project so we have investigated their opinion about the products in Splash store in Fujairah City Centre. In our survey, we have asked people about the preference items that they want to buy it online. Due to our survey’s results we noticed that most customers prefer buying clothes, shoes and bags. Therefore, we will focus on these products in our strategy. However, we will offer all the products in Splash store. Moreover, we asked them about what reason influence that affects their decision when they buy online. The results of this question are that they think the...

...﻿International marketing
Use examples to demonstrate your ability
Define you topics e.g. pestle but most marks will be in ability to apply knowledge
Look at the brand republic for people doing the resit paper
Mind tools and business balls and strategic models good books to look at
Key topics:
Why would a business internationalise?
International marketingstrategies e.g. Ansoff growth strategies and think global, act local
Culture, what is it and what are typologies and their use to marketers( the application of culture and understanding and how that helps marketeers)
Environmental analysis for international marketing
Market entry strategies
Environmental analysis:
Development of environmental analysis,
The analysis is there to help you understand the current situation of the organisation. By understanding the current situation it will help inform and justify the marketing decisions you go on to develop through a marketing plan.
SOSTAC is a planning process:
situation analysis: this is your audit in marketing terms
objectives: this is your marketing objectives
strategy: this is your international marketingstrategy
tactics: this is your marketing mix and looking at ways in which you can implement you marketing mix
actions: this is...

...﻿
Corporate Responsibility and MarketingStrategies
Wanda Joyce McGhee
Dr. Malinda Swigart
Business 508
July 13, 2014
Corporate Responsibility and MarketingStrategies
There is no question that Apple is a remarkable company. In addition to its business turnaround, its innovative design, and its media content and apps, the unadulterated sexiness of all its products makes Apple hard to resist. For me, what isn’t hard to resist, is asking: How can a company that is this extraordinary in other respects be missing in action on corporate social responsibility? Apple’s Supplier Responsibility Report reveals that the company is taking action to stop unethical practices among its suppliers. These have included use of underage labor at 10 facilities, dangerous working conditions at two facilities, falsification of audit materials at four facilities, and bribery at one facility (Forbes, 2014).
Apples Current Position on Ethics and Social Responsibility
Recently, Apple released a list of suppliers that accounts for 97% of the company’s supply chain expenses. The company also became the first technology enterprise to join the Fair Labor Association, which works to improve labor conditions and boasts such members as Nike, Adidas, and H&M. The increased transparency is welcome after a spate of bad press regarding overseas supplier Foxconn and others raised doubt about Apple’s commitment to corporate...

...Social Media in MarketingStrategy
Introduction
The internet technologies have made dramatic impacts on the traditional marketing activities over the past decade. Especially, the boom of social media technologies such as Facebook, Twitter, blogs and so on in recent years, which are fundamentally revolutionizing the ways in which people socialise and exchange information on a daily basis. The YouTube video clip “Gangnam Style” by South Korean singer, Park Jae-sang (2012) generated millions of views and made him a worldwide superstar overnight, which essentially proves that the power of social media cannot be underestimated in today’s world. The topic of how to take advantages of the social media channels when creating marketingstrategies have been extensive studied by marketers and the academic communities.
This essay will examine the pros and cons of social media in the context of marketingstrategy in the current rapidly changing business environment. In addition, the effects it has on the traditional marketing activities will be analysed.
Role of Social Media
It is widely recognised that social media plays a significant role in the construction of marketingstrategy for modern businesses. It offers a fast and innovative channel for the distribution of marketing messages on a global basis, and mostly...

...Marketing Principles
Individual Assessment, Part 1
Company: McDonalds Corporation
McDonald’s is the world’s largest fast-food restaurant chain. It has more than 32,000 restaurants in over 100 countries, generates sales revenue of over $ 60billion and services over one billion customers every year (over 58 million customers daily).
Question 1:
In a highly competitive business environment most companies have moved away from mass marketing and toward targetmarketing, identifying market segments focusing on their needs rather than focusing on the market as a whole. This concept is known as a customer driven marketing . Designing a customer driven marketingstrategy consists of four key components that when performed effectively allows the business to create greater value for its customers. These key components are:
1. Segmentation: Divide the total market into smaller segments
2. Targeting: Select the segment or segments the business is going to focus on.
3. Differentiation: Ensure that the business makes its product more desirable to its target market than all the others like it.
4. Positioning: Create an image for the product and position it in the minds of the target market.
An effective customer driven marketingstrategy also involves the design and implementation of a successful marketing mix. The marketing...

...9/4/13
MarketingStrategy for Decline Stage | CrackMBACrackMBA
Home Quiz
Finance Wiki IBPS
MarketingStrategy Recent Posts
Systems/IT Previous Papers
Operations Practice Tests
HRM
Banking Online Fraud
Alerts/News
Home » Marketing » MarketingStrategy for Decline Stage
MarketingStrategy for Decline Stage
Posted on April 2, 2012 by admin in Marketing. The main characteristics of the maturity stage which help to define the appropriate marketingstrategies are Sales of most product forms and brands eventually decline Decline may be due to Technical advances which lead to better substitutes Change in customer taste with time Increase in competition Lower sales volume leads to Over capacity Increases price cutting Profit erosion Carrying a weak product may be very costly if there are no suitable strategic reasons to keep the prodict alive in the market. To handle declining sales, marketingstrategy could be Increase firms invest to dominate market/strength competitive position Maintain investments in innovations and R&D until uncertainties above industry are resolved Decrease firms invest, selectively by dropping unprofitable products and focus on nice areas and profitable products Harvesting or divesting the product as per the GE Matrix strategic...

...MarketingStrategy of Burger King
Bahadır Bayar
1483734
Instructor: Prof. Cengiz Yılmaz
Contents
1. MarketingStrategy of Burger King……………………………………………………………………………3
2. Environmental Factors on Burger King……………………………………………………………………..3
3. Segmentation Strategy of Burger King………………………………………………………………………4
4. Positioning Strategy of Burger King……………………………………………………….………………….5
5. Brand Equity of Burger King………………………………………………………………….………………….5
6. Communication Strategy of Burger King…………………………………………………………………..6
7. Pricing Strategy of Burger King………………………………………………………………………………….7
8. Conclusion…………………………………………………………………………………………………………………7
9. References…………………………………………………………………………………………………………………8
MarketingStrategy of Burger King
Burger King, a leader in fast-food industry, was found in 1954 and now serves in 62 countries. It was never easy to sustain as a leader through all those years in such a dynamic industry and marketing success of Burger King was the key factor behind it. Marketing is a broad concept and we need to divide it into parts to examine better. Core elements of marketing are environmental factors, segmentation strategy, positioning strategy, brand equity, communication strategy and...

...Marketingstrategies for 3 idiots
The days when wall paintings, posters, and hand painted board signs were the most prominent ways for marketing a movie no longer exists. Actors never promoted their films; film-makers never invested a lot of money in promotions and even print media barely created hype. But today’s film industry exhibits a completely different scenario. India is regarded as the world’s largest film industry in terms of the number of movies released per year. Estimates say that more than 1500 movies are releasing in India every year. Of which, Bollywood constitutes a major chunk followed by Telugu, Tamil and Malayalam film industry. Now-a-days, movie production houses and actors are looking for strategic and innovative ways to market their product
Aamir Khan has always proved to be a marketing reference. He comes up with a slew of amazing marketingstrategies to promote his movies or shows. For all those people out there who wants to explore more on marketing of movies, the way he presented his movie ’3 Idiots’, can be taken as the best example. They followed a 360 degree plan for promoting the film at various stages.
MARKETINGSTRATEGY FOR 3 IDIOTS:
* The initial buzz was created with the “Discover India Tour”, in which he travelled to different parts of the country in a disguised manner and gave away prizes to anyone who...